Tracy Elphinstone Do you REALLY Need a Copywriter?.........
While I am at networking events or just after introducing myself, I get a question somewhat like ‘Elf Editing ... humm –
so why would we need a copywriter in business?
In which I enjoy sharing idea and tips because many business owners think that because they are not in advertising,
they don't need a copywriter.
If you think about it, anything you have tried to write for your business, whether it's a brochure, website content or a
seminar promotion, you've probably tried to market it from your point of view, what you think is great about your
business.
And, as we all know, it's really hard to write about 'us' because it just doesn't come naturally. A copywriter actually
writes about everyone else. A copywriter writes what people want to know about your business, not necessarily about
what you think you want to say.
The late advertising industry pioneer Shirley Polykoff created an infamous 1956 campaign for a tiny division of Bristol-
Myers called Clairol with the catch phrase “'Does she ... or doesn't she?'' – it helped Clairol become a worldwide brand.
Shirley used to say; "Copy is a direct conversation with the consumer."
When we are writing copy, we are trying to sell an idea, a business concept, a service or product by speaking to a
target market. We want to persuade or, in effect, 'hypnotise', people to buy our product or service. We want to
persuade them that they simply can't use any other product or business for the same purpose.
To do this, we need to identify and understand our clients or target market. We need to find what they find painful or
pleasurable. An example could be a removalist business; they could target the 'pain' of a family who had four boxes of
crockery and a glass table broken in their last move. They would firstly remind them of the experience and then
promote their removalist business by assuring the reader that they treat their possessions with care and respect and
they guarantee not to throw their clients' boxes under heavy furniture or have them rolling around loose in the back
of a truck.
Conversely, we could find a reader's pleasure point. For example, a florist could possibly market towards men, with
the concept, 'imagine the huge smile on your girlfriend's face when she receives this gorgeous bouquet of roses at
work on her birthday', etc.
So, while selling or promoting your product or service is, to a degree, important, it is often more important to target
what your clients can relate to on an emotional level and persuade them they simply must use your product or service
and why.
And that's often the sticking point for business owners when they sit down to write the copy to promote their
business. They sit there and think, 'It's really hard to blow my own trumpet.' What they really need to be thinking,
however, is, 'What problems do my clients face and how do I solve those problems for them?' Once those points are
identified, the inspiration begins to flow.
In essence, good copywriting is really about getting into your clients' head and using the most appropriate words and
writing style to make them pick up the phone and call you.
Tips for great business writing:
Ask yourself, 'Who is my target market'?
Use a language and tone that suits your target market (so, if you have a dog grooming business, don't try to
sound like an insurance broker).
Avoid using your opinion in your writing — remember it's all about your clients!
Make sure you use the correct version of a word (e.g. your/you're, they're/there/their, passed/past,
affect/effect).
Draft and redraft and finally...always proofread!Tracy Elphinstone with Elf Editing is a veteran copywriter who provides specialist writing
and editing services to help businesses gain a professional edge on their competitors. Based
near Sutherland (South of Sydney), contact Tracy at +61 416 191 084 or at
[email protected] or http://www.elfediting.com.au